Even though marketers want to be everywhere, at all times, it may not be the best approach for your social media strategy. While integrating business and social media is important, brands shouldn’t feel pressured to be on every social platform. Exploring new channels and performing tests to determine if they are effective for your business is important. We’ve compiled some tips for choosing the best social networks for business to help your company better develop an effective and successful social media approach.
Know Your Options
Start by educating yourself about each available social platform for business use. Research how they work, what type of content is best to post, which audience uses the platform and how much it will cost to run ads or promotions, if that is an option. Be careful not to jump into something because other companies are doing it. There isn’t a one-size-fits-all formula when it comes to business and social media, so make sure you are focusing on what’s best for your brand. Doing your homework upfront will pay off.
Define Your Objective
Your social media strategy should align with your business goals and support the bigger picture. What are you selling? What is your product offering? What sets you apart from everyone else? Do you want to increase your brand awareness? These are just a few of the questions you should be brainstorming with your team and hashing out before you start distributing content. Once you define your objective, you can better assess which platform makes sense for reaching those goals.
It is also key to confirm you have the resources to have an adequate presence on the social platforms that are right for your brand. Be sure to consider how much content your team can realistically produce and how much time they will spend managing the different social networks before making a commitment. Social engagement requires a great deal of time and attention to do it well.
Determine Your Target Audience
This is one of the most important factors to determine before you decide which social platforms you’ll be active on. Fully understand which target audience each platform serves and how it can fit your needs. Know that Facebook, Instagram, Twitter and Pinterest each have significantly different audiences.
As a brand, you want to ensure the audience you want to reach is actively using the platform. After all, what is the purpose participating if the audience you want to reach simply isn’t there? To better define an audience, brands often develop personas. This is a helpful tool describing exactly who they are, what content they’re craving and where you should focus to communicate with them.
Test & Experiment
The fun part of social media and the digital world is that it’s constantly changing. While this can make your job more dynamic, it’s also an opportunity to test new platforms and experiment with different social media channels. If something isn’t working for your company after a period of time, don’t be afraid to adjust your social media strategy and focus on social platforms that better fit your needs.
Use these tips to narrow down the best social networks for business, and determine where it makes the most sense to engage with your fans. Start with the platform that connects you with the right audience, aligns with your business’s needs and can be regularly managed. With social media and business, if at first you don’t succeed, don’t be afraid to switch it up!